Two top B2B sales problems are: Low output, measured as new customers acquired, revenue growth, margin, and product mix High selling costs measured as productivity, efficiency, revenue yield per rep, sales cycle time We’ll use one important cause of these top sales problems — low sales prospecting effectiveness — to focus our main point. Poor prospecting is an inability to create enough good opportunities, with the right prospects, quickly enough. It “shows up” as an inability to get enough first and second conversations with new prospects. This is a decades long, universal problem. It continues to get worse, despite communication and technology breakthroughs. Why is this? What’s missing? This is a complex problem. But does it have to be complicated? Complicated is often due to lack of clarity about key requirements. So this prompted us to developed a list of the primary requirements for B2B sales prospecting success. Primary...